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Text 100 digital index travel and tourism study 2012 France

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France ReportTEXT100 Digital Index:Travel Tourism

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TOP OBSERVATIONS FOR FRENCH TRAVELLERS• French holiday makers travel within their country more often than EMEA and the global average.• French travellers typically take holidays (both local and overseas) lasting either one or two weeks.• Traditional travel agents are critical in the holiday decision making process for the older age groups.• Information on cleanliness and the quality of service is important when reading reviews.• Tickets for accommodation/transport are typically purchased from either Online travel, Individual provider or Airline websites. Tickets for attractions/activities are often purchased at the venue on arrival.• Value for money and escapism is very important to French travellers when choosing location or activities. Relaxation is considered less important in comparison to EMEA and the global average.• The most common interest is Historical sites. French travellers are much less likely to be interested in shopping.• Writing reviews during and after a vacation is popular amongst the older age groups.

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France has similar travel patterns to EMEA and the global average within the last 12 monthsQ Have you travelled for leisure purposes in the last 12 months? GLOBAL EMEA Yes, within my country Yes, within my country of residence 77% of residence 73% Yes, outside my country Yes, outside my country of residence 44% of residence 52% FRANCE Yes, within my country of residence 76% Yes, outside my country of residence 54% Bases; Global:4600 EMEA:1800 FRANCE: 500

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France plan to travel less in the next 12 months than EMEA and the global average.Q Do you intend to travel for leisure purposes in the next 12 months? GLOBAL EMEA Yes, within my country of Yes, within my country of residence 50% residence 47% Yes, outside my country Yes, outside my country of residence 40% of residence 44% FRANCE Yes, within my country of residence 42% Yes, outside my country of residence 40% Bases; Global:4600 EMEA:1800 FRANCE: 500

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Nearly 70% travel more than once a year within their country. Almost three quarters travel beyond their continent.Q In a year approximately how often do you: travel within country/continent/beyond for vacation/leisure/holiday? Within Country Within Continent Beyond 53% 39% 34% 27% 28% 28% 23% 17% 14% 11% 10% 2% 6% 4% 1% 2% 0% 1% I dont Less than once a year Once a year 2-4 times per year 5-12 times per year A few times per month Base: 500

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France holiday makers travel slightly more often within their country than EMEA and the global average.Q In a year approximately how often do you: travel within country for vacation/leisure/holiday? GLOBAL EMEA A few times per month 3% A few times per month 2% 5-12 times per year 12% 5-12 times per year 11% 2-4 times a year 44% 2-4 times a year 47% Once a year 30% Once a year 30% Less than once a year 9% Less than once a year 8% I dont 2% I dont 2% FRANCE A few times per month 2% 5-12 times per year 14% 2-4 times a year 53% Once a year 23% Less than once a year 6% I dont 2% Bases; Global:4600 EMEA:1800 FRANCE: 500

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France holiday makers have similar vacation patterns to EMEA and the global average when travelling within their continent.Q In a year approximately how often do you: travel within continent for vacation/leisure/holiday? GLOBAL EMEA A few times per month 2% A few times per month 1% 5-12 times per year 6% 5-12 times per year 4% 2-4 times a year 25% 2-4 times a year 21% Once a year 36% Once a year 41% Less than once a year 19% Less than once a year 22% I dont 12% I dont 11% FRANCE A few times per month 0% 5-12 times per year 4% 2-4 times a year 28% Once a year 39% Less than once a year 17% I dont 11% Bases; Global:4600 EMEA:1800 FRANCE: 500

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The same is true when travelling beyond their continent.Q In a year approximately how often do you: travel beyond continent for vacation/leisure/holiday? GLOBAL EMEA A few times per month 1% A few times per month 1% 5-12 times per year 3% 5-12 times per year 2% 2-4 times a year 9% 2-4 times a year 8% Once a year 29% Once a year 29% Less than once a year 29% Less than once a year 37% I dont 29% I dont 23% FRANCE A few times per month 1% 5-12 times per year 1% 2-4 times a year 10% Once a year 34% Less than once a year 28% I dont 27% Bases; Global:4600 EMEA:1800 FRANCE: 500

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The majority of both local and overseas holidays are either one or two weeks in duration.Q What is the typical duration for your vacation/holiday when you stay locally/overseas? Locally Overseas 35% 32% 30% 27% 17% 16% 10% 10% 9% 6% 2% 4% 0% 1% Weekend 3-4 days 1 week 2 weeks 3 weeks One Month Longer than a month Base: 500

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Around 60% regard the independence of a reviews as important. French travellers are more likely to judge a review by the ensuing comments but care less about where the review was found.Q When reading a travel review, how important is it that it’s an independent review? And Q How do you judge whether areview is independent or not? Not that important Global FRANCE at all 3% Whether review has balanced comments 43% 30% Very Where review was found 30% important 14% Not that 12% important 25% Assess the ensuing comments on the review 16% 32% Whether person been paid to do review 18% 9% Not sure Quite 20% important 18% Im not sure 49% 25% Whether they are recognised as an 15% authority on the subject 13% Whether they openly speak for an 11% organisation 7% Other 2% 2% Base: 500

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The overwhelming reason for choosing a location or an activity is value for money.Q Thinking about why you go on vacation and what you are looking to achieve, which are the main reasons for typicallychoosing the.... Location 66% 58% Activities you undertake 34% 35% 32% 29% 28% 21% 17% 12% 14% 13% Value for money Relaxation Experiencing Friends recommended It looked fun Convenience something different it Base: 500

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Relaxation is less important to French travellers whereas escapism is the second most popular reason for choosing a location.Q Thinking about why you go on vacation and what you are looking to achieve, which are the main reasons for typicallychoosing the location 66% GLOBAL EMEA FRANCE 61%62% 51% 50% 47% 45%43% 43% 34% 35%35% 33% 29% 31% 29% 29% 26% 27% 28%27% 26% 23% 25% 24% 25% 25% 25% 22% 18% 12% 14% 9% Bases; Global:4600 EMEA:1800 FRANCE: 500

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Taking a camera on holiday is common with over 80% of French travelers taking one. Taking some type of phone is also common.Q When travelling on a leisure break, what gadgets do you tend to take with you?/Q Which do you make sure you have 3Gor WiFi access on? Gadgets taken 81% 3G or WiFi access 49% 44% 42% 40% 32% 21% 15% 7% 3% 11% 11% 4% 1% 10% 3% 3% 10% Base: 428 Only those with Smartphone, standard mobile phone, e-book, notebook/laptop computer or iPad/tablet

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Around 40% are likely to download and app whilst on vacation. Google maps and Mappy are particularly popular.Q How likely are you to download apps which are specifically related to your trip (e.g. city guide) before you go on vacation? Q Can you name them? Very Not at likely all likely 11% 26% Quite likely Not 28% very likely Not 20% sure 22% The larger the word, the more frequent the mention Base: 428 Only those with Smartphone, standard mobile phone, e-book, notebook/laptop computer or iPad/tablet

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Weather apps are the most used amongst French travellers whereas orientation maps are also popular.Q What type of travel app do you use most often on your Smartphone/tablet device while on vacation? Local weather 34% Google maps/GPS 32% City guide 28% Restaurant finder 22% Currency app 18% Public transport 16% Translation/language app 14% World clock 7% Airline app 7% Base: 428 Only those with Smartphone, standard mobile phone, e-book, notebook/laptop computer or iPad/tablet

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Apart from keeping in touch with friends and family and taking photos/videos, mobile devices are rarely used whilst on vacation.Q What do you tend to use your mobile device for when travelling for leisure purposes? Keeping in touch with family/friends through… 70% Take photos/videos 31% Surfing the web to research surrounding areas 20% Keeping up-to-date current affairs 20% Social media networks 17% Listen to music 14% Work related e.g. Checking e-mails 11% I dont travel internationally 5% Watch videos 5% Read e-books and e-magazines3% Base: 500

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Over a third of French travellers will share a video or photos of their holiday experiences whilst on vacation.Q Thinking about your interaction with social media platforms whilst you are away on your trip, when you’ve been awaywhich of the following have you done? Share a video or photos of your experience 34% Sign up for a coupon/loyalty programme for the location/experience 17% Write a review on a travel related to forum 15% Share a blog post/news story related to your travel destination using social networking 15% Liked the location on social media 14% Check-in at a physical location using social media 13% Comment on a news story about location/experience 13% Comment/write on the location/experiences social media property 11% Tweet about your experience 5% Base: 500

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French travellers are less likely to get involved with social media platforms whilst away on vacation.Q Thinking about your interaction with social media platforms whilst you are away on your trip, when you’ve been awaywhich of the following have you done? 47% Share a video or photos of your experience 42% 34% Share a blog post/news story related to your travel 24% 17% destination using social networking 15% 22% "Liked" the location on social media 20% 14% 20% Write a review on a travel related forum 14% 15% 18% "Check-in" at a physical location using social media 15% 13% Sign up for a coupon/loyalty programme for the 17% 13% location/experience 17% Comment/write on the location/experiences social 16% 10% media property 11% 15% Tweet about your experience 9% 5% Comment on a news story about 12% 10% location/experience 13% GLOBAL EMEA FRANCE Bases; Global:4600 EMEA:1800 FRANCE: 500

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Around 60% of French travellers could be persuaded to get involved in social media sites whilst on vacation with nearly 40% citing free WiFi as something that could persuade them.Q Which of the following would persuade you to create online content or get more actively involved with social media siteswhile on your vacation? Free WiFi at the location 38% Nothing would persuade me 38% Being rewarded through a loyalty/discount scheme for participation 15% If the content was something my friends and family would enjoy seeing 11% Cheaper international data packages 10% Being recognised/rewarded on the spot by a member of the staff at given loaction for my participation 10% Ability to connect to social media platforms on my mobile phone 9% If the location/experience took the photo for/of me for free and easily enabled me to post it 6% If it was made into more of a game 4% If it was related to some kind of celebrity competition 2% Base: 500

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French travellers are less likely to be persuaded into getting involved in social media sites whilst on vacationQ Which of the following would persuade you to create online content or get more actively involved with social media sites while onyour vacation? 49% Free WiFi at the location 42% 38% 25% Nothing would persuade me to get more involved 34% 38% 25% Cheaper international data packages 21% 10% Being rewarded through a loyalty/discount scheme for 24% 19% participation 15% Ability to connect to social media platforms on my 22% 12% mobile phone 9% If the content was something my friends and family 21% 16% would enjoy seeing 11% Being recognised/rewarded on the spot by a member of 17% 12% the staff at given loaction for my participation 10% If the location/experience took the photo for/of me for 16% 9% free and easily enabled me to post it 6% 8% If it was made into more of a game 6% 4% 6% GLOBAL EMEA FRANCE If it was related to some kind of celebrity competition 3% 2% Bases; Global:4600 EMEA:1800 FRANCE: 500

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Nearly a quarter of French travellers will write a review after returning from vacation.Q Which do you typically do within around a month of returning from your vacation? Share a video or photos of your experience 41% Write a review on a travel related to forum 23% Share a blog post/news story related to your travel destination using social networking 16% Comment/write on the location/experiences social media property 15% Sign up for a coupon/loyalty programme for the location/experience 14% "Liked" the location on social media 12% Comment on a news story about location/experience 12% "Check-in" at a physical location using social media 9% Tweet about your experience 5% Base: 500

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Writing reviews and signing up for coupon/loyalty programmes is most popular amongst older age groups whilst using social media platforms is more popular amongst younger age groups.Q Which do you typically do within around a month of returning from your vacation? 29% 39% Share a video or photos of your experience 27% 27% 40% 39% 1% 5% 14% "Liked" the location on social media 14% 19% 35% Share a blog post/news story related to your 1% 5% 14% 18% travel destination using social networking 18% 32% Comment/write on the location/experiences 7% 10% 6% 11% social media property 13% 18% Comment on a news story about 18% 29% 11% 16% location/experience 8% 12% "Check-in" at a physical location using social 1% 14% 13% 65+ 55-64 45-54 13% media 12% 19% 35-44 25-34 18-24 Sign up for a coupon/loyalty programme for the 33% 17%21%25% location/experience 7% 11% 1% 10% Tweet about your experience 0% 7% 5%7% 7% 33% Write a review on a travel related to forum 16% 22% 17% 4% Bases; 18-24:57, 25-34:132, 35-44:135, 45-54:88, 55-64:67,65+:21

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In order to get French travellers more involved in social media, a loyalty/discount scheme as well as making content relevant to friends would help.Q What about when you return from vacation, what would persuade you to create online content or get more activelyinvolved with social media sites? Nothing would persuade me to get more involved 38% If the content was something my friends and family would enjoy seeing 22% Rewarded through loyalty/discount scheme 19% If it was made into more of a game 10% Recognised/rewarded by staff at given location 9% Connect social media platforms on my mobile phone 8% Other 8% Location/experience took photo for/of me for free 6% If it was related to some kind of celebrity competition 3% Base: 500

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French travellers are more likely than EMEA and the global average to comment online about their negative experiences whilst on vacation.Q Are you more inclined to post about negative or positive experiences? GLOBAL EMEA 23% 26% Neither 17% Positive 7% 35% 44% Both FRANCE equally 42% 15% Negative 6% 30% 10% 45% Bases; Global:4600 EMEA:1800 FRANCE: 500

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Circle of influence: Social media and internet reviews Q To what extent do the following help with your initial decision of holiday destination tourist attraction or leisure 30% activity? (those who answered agree or strongly agree) 23% 15% Initial decision 12% 11% 11%Social media is used by a on holidayminority throughout the holidayprocess. Q Which do you typically do within around a month Q Thinking about your interaction of returning from your with social media platforms whilst vacation? you are away on your trip, when After you’ve been away which of the Whilst away 41% returning following have you done? 34% on vacation from vacation 23% 17% 13% 13% 14% 15% 15% 16% 15% 14% 11% 12% 12% 9% 5% 5% Base: 4600